She stood at the entrance in her crisp uniform, greeting every arrival. The guests filed past into the hotel meeting room for the local radio and TV broadcasters annual awards banquets. She looked each person in the eye as they passed and said, “I hope you have a great time tonight.” I watched her, noting this out-of-the-norm behavior, even for 5-star hotels, which this was not. After we were seated, she visited each of her tables and asked if there was anything we needed. She chatted with those who wanted to chat and moved silently to pour wine for those otherwise engaged. I complimented her on her impeccable attention to the guests and asked what motivated her to treat everyone with such care. She said she’d been working in hospitality for over 40 years and loved her job. But the next thing she said stood out for me. “These people have given me so much joy every day, I’m thrilled to be able to help them make their special night memorable.” This server had a clear vision of who her customers were that evening and how she could give each something from her heart. Did she do this with every group? What about those who she had no personal connection to? I didn’t think to ask her, but now I’m guessing she found something to celebrate about each group. Do your employees find ways to relate to each of their customers? Do they think about how to make each interaction special? Do you notice exemplars and compliment them? Or better yet, reward them?